JUAN DONOVAN TAMBUNAN Primary Author mixed material bibliography BEKASI Universitas Satya Negara Indonesia 2025 id Indonesia

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The background of this study is based on the phenomenon of increasing competition in the property sector, particularly in land plot sales, which require a more personal and convincing communication approach. Marketing efforts are demanded not only to offer products, but also to build long-term relationships grounded in transparency, credibility, and added value that consumers can experience. This research discusses the persuasive communication of marketing at Kavling Nuansa Alam Bogor Timur in building consumer trust using the perspective of social exchange theory. Social exchange theory explains that human interaction, including in a business context, is based on cost–benefit considerations, where individuals will maintain a relationship if the perceived benefits are greater. The research method used is qualitative with a descriptive approach. Data were obtained through in-depth interviews with the marketing team, observation of marketing activities, and documentation related to promotional strategies carried out. The results show that the marketing team of Kavling Nuansa Alam Bogor Timur applied several forms of persuasive communication, including the use of land legality documents as a guarantee of security, consumer testimonials as credibility enhancers, emotional approaches through storytelling, as well as clear, honest, and consistent delivery of information. These strategies proved effective in fostering consumer trust by reducing uncertainty and increasing confidence in the product offered. In conclusion, effective persuasive communication plays an important role in building consumer trust in the property sector. The success of Kavling Nuansa Alam Bogor Timur’s marketing strategy in creating trust indicates that communication, credibility, and transparency are strategic factors influencing consumer decision-making. JUAN DONOVAN TAMBUNAN Ilmu Komunikasi Komunikasi Persuasif kepercayaan konsumen pemasaran properti teori pertukaran sosial strategi marketing IKOM 2025 Institutional Repository USNI Universitas Satya Negara Indonesia IKOM 2025 8250315 Perpustakaan USNI Kampus B (SKRIPSI) IKOM 2025 Komunikasi Persuasif Marketing Kavling Nuansa Alam Bogor Timur Dalam Membangun Kepercayaan Konsumen 4377 2025-09-25 17:27:34 2025-09-25 17:29:09 machine generated